A GROWING CONSUMER BRAND
Client wanted demographics, interests and purchase behaviors of likely customers. The research was performed on Facebook, the world's largest and most cost-effective focus group.
STRATEGY AND ACTIVITIES
Created twenty-five personas with defined ages, incomes, education levels, personal interests, and purchase behaviors; created five control personas for a related brand. Personas were entered in Facebook due to its large user base and unequaled targeting ability.
Used high-responding images from existing marketing for the client.
Showed ads to the personas for 5-7 days each – long enough to get robust engagement data for each persona.
Although the ads were page-like ads, spending was kept to a minimum since page likes weren't the primary goal.
Response rates confirmed some things client expected, but they were surprised by a strong age correlation. Numbers were normalized to the control brand, removing effects of demographics and response rates to consumer packaged goods on Facebook.
High response numbers identified volume sales targets: these were generally who client expected.
High response rates (%) identified brand champions. For maximum word-on-the-street brand impact, these audiences could now be targeted.
Low response costs identified efficient audiences for ad spend. These were also different than client expected and could now be targeted efficiently with advertising dollars.